Networking is very important in any sales position. But a lot of people make the mistake of thinking they should network with their peers. WRONG! Your peers are not going to give you any business, and they certainly won’t refer you to clients. Of course there is an exception to that rule. If your company is outrageously expensive, your competitors will offer up your name when they are asked by a new client to give them other people for a bid.
Groups or Clubs
There are many different types of groups that can generate business. Remember to research you potential clients’ clubs or groups. This is not to say your company will be doing a ton of free work. The other members of these groups are professionals and realise the time you give is valuable. If you join a group, plan to get involved. You will be visible if you get on some key committees. There are people who join a group and expect networking without a personal investment. They’ll meet a few people, but they’ll never be as effective as those that put the time in.
Since most clients come through referrals, you need exposure. You need to do some research on what organisations your potential clients will join. There are organisations you can join that will not only expose you to potential clients, but also expand your knowledge and give you leadership skills. Remember, you only get out of an organization what you put into it. The people who are visible are the doers, not the silent observers.
Selling is best done when you are not aware that you are selling. Interpersonal relationships need to develop to form lasting bonds that will keep clients from jumping ship. You need to be a problem-solver as well as a mentor. The client is the person, not the company he or she works for. This is where business friendship becomes so important.
Just as with any successful relationship, you must work at nurturing your business friendships. A part-time effort will yield nothing. Your client has a full-time job, and he or she expects the same from you.
Success Breeds Success
Failure breeds contempt. No matter how bad things get, you must draw on your past successes. Everyone has a little bad luck. If you hit a streak of lost sales or accounts that don’t pan out, only your mind can make this a big or small setback.
Don’t take business personally. People are attracted to different firms for myriad reasons. You have to be the proverbial cheerleader.
www.reformcreative.co.uk | 0161 236 0054 | hello@reformcreative.co.uk
An award-winning designer who has had work published in the most coveted D&AD annual. Educated to degree level with a BA (hons) in Design. Paul has 20 years in the design industry. Paul brings with…
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